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Twitter vs. Facebook: Which Platform Should Your Business Be On?

When you begin implementing a social media strategy for your business, one of the first questions you'll ask yourself is this one -- Should my business be on Twitter, or Facebook?

Both social media sites offer considerable opportunities to connect and engage with a network, increase brand awareness, and drive traffic to your site. But they're also incredibly different in terms of purpose.

Ultimately, Facebook's purpose is to connect people with their friends and family. People use Facebook to share photos, videos, and general updates on their lives.

Twitter, on the other hand, is used to share ideas, real-time information, and trending news. While people may also use Twitter to connect with friends and family, they largely use it for a bigger purpose -- to connect to the wider world as a whole, and hear what's happening (in 140 characters or less).

Of course, this still begs the question -- where does your business fit into all this? To explore the pros and cons of Twitter vs Facebook, we've created a comprehensive breakdown of both.

Keep reading to figure out which platform is a better business investment for your company.

Twitter vs Facebook Users

Twitter vs Facebook Demographics

To start, let's consider the potential demographic your business could reach on each platform.

Since Twitter is popular with journalists, politicians, and celebrities, many users turn to Twitter for trending news. In fact, 74% of Twitter users say they use Twitter to get their news.

Additionally, Twitter accounts for 16% of referrals to longer articles from social sites and 14% for shorter news articles.

With all this in mind, you might ask yourself -- does your business have content that aligns well with Twitter's fast-paced community? If you have quick, easily digestible business tips or news articles you're eager to share with your audience, Twitter might be a better bet.

However, it's important to note, Twitter is meant for quick, compelling 140-character statements that can quickly get buried under new Tweets. To build brand awareness, Twitter might be a good platform. However, its fast-paced nature might make it difficult for you to gain traction on a post for long.

In terms of long-term engagement, then, Facebook is a superior alternative. For instance, for every one million Facebook followers, brands can expect to receive about 700 likes, comments, and shares. Alternatively, for every one million Twitter followers, brands can expect about 300 interactions.

Additionally, people tend to check their Facebook an average of eight times per day, compared to just five for Twitter. If Facebook is more addictive by nature, it makes sense you might consider putting more effort into appealing to a Facebook audience, instead of Twitter.

Twitter vs Facebook Usage

With less than 140 characters to convey your brand's message, you might think of Twitter as your business' "elevator pitch". What do you want to get across to your audience quickly and succinctly?

While this might feel stressful, think of it this way -- today, many of your consumers are oversaturated with content, and easily distracted. This attention-deficit lends itself well to Twitter's platform, where you're able to quickly engage with your consumers with less risk of losing their attention halfway through.

Alternatively, Facebook is your opportunity to engage more in-depth with an audience. You can create full business pages, share videos and images, and further incentivize prospects to engage with your brand by offering 10% off if they "like" your business page, for instance.

When you consider their vastly different purposes, then, it makes sense to try both. Twitter can be seen as your initial handshake, while Facebook is that first full-length conversation.

Facebook advertising's interface is relatively easy and intuitive for the user. Facebook ads can be relatively cheap, as well -- in fact, Facebook boasts "Some people spend more on coffee each day than they do on their ad campaigns". While it depends on the campaign you're running, you can often set a budget as little as $2 to $3 per day.

It may be worth the extra money, though -- according to AdWeek, engagement rates for Twitter ads can be as high as 1-3%, much higher than Facebook’s average CTR of 0.119%.

Twitter vs Facebook

It's important to consider the different purposes of Twitter vs Facebook. Twitter is primarily meant for sharing ideas, while Facebook is meant for connecting with friends and family. Additionally, Facebook has a larger audience of various age ranges, while Twitter's audience is largely between the ages of 18-29. It's critical you determine which one your audience prefers, however, and tailor your content to match either platform.

Ultimately, it's likely best to try both Twitter and Facebook for a while if you're unsure which one works better for your brand. Over time, you'll gain valuable insights into how well your posts perform on either site, enabling you to dedicate more time to one over the other. Since they're both free to use, there's no harm in initially trying both.

Once you see true, valuable engagement on one, you might then consider implementing an advertising strategy to turn that traffic into conversions.

Alternatively, try researching which platform most of your competitors use. If you work for a PR agency and most PR professionals use Twitter to promote their clients, it's critical you also appear on the tool. Alternatively, if you work for a retail store and you find Facebook is often used for promoting retail products, it's probably best to put effort behind Facebook.